Sabo hires von Unwerth

Ellen von Unwerth

Thomas Sabo has collaborated with Ellen von Unwerth for its spring campaign.

The leading jewelry range have hired the German photographer to shoot model Georgia May Jagger wearing their new Karma collection.

Thomas Sabo creative director Suzanne Kobli explained the brand’s decision to bring Ellen in for the promotional pictures.

“We made the decision to use Georgia first, back in the spring. Then we chose Ellen because she has such a talent for shooting women and we wanted our girl to keep her girliness but be a bit femme fatale without looking cheap – that’s not easy to do,” she told WWD.

The photos were taken in London and see Georgia striking a range of poses. One shot sees her lounging on a sofa with her arms above her head, wearing bangles and a necklace from the collection.

Aimed to give off a rock’n’roll feel, Ellen has spoken about her inspiration behind the set.

“It’s about a young girl at home, getting ready for a party,” she smiled. “We had to show the jewelry but in a natural and un-posed way. And we wanted it to have quite an English feel and Georgia May Jagger is the incarnation of the rock’n’roll girl.”

The campaign is set to appear in January with the UK, France and Germany just some of the countries where it will be seen.

This new image is hoped to boost the label’s re-branding as they begin plans to open new flagship stores within the next three years. Suzanne has also confirmed Georgia is set to appear in advertisements for at least three more seasons.

© Cover Media